JSSM  Vol.3 No.2 , June 2010
Brand Relationships: A Personality-Based Approach
ABSTRACT
The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sample of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the understanding of brand personality.

Cite this paper
nullH. Nobre, K. Becker and C. Brito, "Brand Relationships: A Personality-Based Approach," Journal of Service Science and Management, Vol. 3 No. 2, 2010, pp. 206-217. doi: 10.4236/jssm.2010.32026.
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